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I was going through some old files on the computer when I came across these notes.  I had attended a client’s sales conference several years ago and Bill Brooks was one of the speakers. They were relevant then and they are certainly relevant today when thinking about why customers buy and why they will buy again.  And for the record, I never did find what I was looking for in the first place.

Some things to remember --

  • You can’t lead where you won’t go; you can’t teach what you don’t know
  • Make money next year from the things you sell this year
  • Success is in direct proportion to the number of qualified prospects I’m in front of and how good I am when I’m there

What makes a good prospect:

  • People who have the need and are aware of it
  • People who have a sense of urgency
  • People who have the authority and ability to pay for it
  • People who trust you – trust is more important than being liked
  • People who are willing to listen to you

Have a master strategy – sell more services at a higher margin, service beyond expectation and sell more through referrals

  • You will close 1 in 4 times with a client you have done business with before
  • You will close 1 in 2 times with a current client– increase business with current clients

Understand the difference between needs and wants

  • Needs are above the surface, product specific, rational and factually based
  • Wants are below the surface, product neutral, emotional and perceptional based
  • We help clients get what they WANT

Biggest flaw in new business development – we focus on what we want to have happen instead of what the prospective client wants to have happen.

Secret to success – need to be in front of qualified prospects when they are ready to buy and not when you need to close the deal.

Value the trust factor and always dress one notch above.

No presentation is the same – show what you have and what it will do for that individual prospect, not what it’s done for others

Finalize the transaction – always make the assumptive close

  • May we send you our Letter of Agreement?
  • What kind of paperwork do we need to get started?

Anything else you’d add?

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

3 Comments

  1. Scott Hanson says:

    Like it: ABC = “Always be closing”

  2. David Landis says:

    I like the “dress one notch above,” but that worked against us when we pitched a certain tech start-up that thought we “didn’t get them” because we weren’t wearing cruddy jeans and a hoodie. Also, I love Scott’s “ABC.” (Always be closing). Cheers, David

  3. Scott Hanson says:

    Another key is converting from a customer to a client. “Client” represents more of a partnership, while “customer” is more transactional.

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